1/ST EXPERIENCE, A NEW INNOVATION-FOCUSED DIVISION, WILL DRIVE THE DEVELOPMENT OF SPORTS-ANCHORED, ENTERTAINMENT-DRIVEN PROPERTIES, PROVIDING WORLD-CLASS GAMING, HOSPITALITY, AND AN ELEVATED THOROUGHBRED HORSE RACING EXPERIENCE

Hallandale Beach, FL – 1/ST has appointed Jimmy Vargas as Chief Executive Officer of 1/ST EXPERIENCE. This innovative new business unit will focus on guest experience, venue management, venue operations and asset development to elevate the customer experience at and beyond the racetrack.

Vargas will lead an integrated team of marketing, hospitality, partnership, venue and event management experts focused on attracting a new generation of fans to the sport of Thoroughbred horse racing while elevating the guest experience at 1/ST venues in California, Florida and Maryland. Vargas will report directly to Belinda Stronach, Chairman and President of 1/ST.

Under leadership from Vargas, the centralized team is tasked with redefining the guest experience through innovative content development across marketing and communications, by elevating national and local venue management and hospitality, while developing strategic partnerships, sponsorships and procurement opportunities. 1/ST EXPERIENCE, headquartered at Gulfstream Park, will continue creating year-round, vibrant entertainment experiences for 1/ST venues and signature platforms including, the Pegasus World Cup at Gulfstream Park in South Florida and the legendary Preakness Stakes and InfieldFest in Baltimore, Maryland. 

The integrated 1/ST EXPERIENCE team will also support the company's 1/ST RACING, 1/ST CONTENT, 1/ST TECHNOLOGY and 1/ST PROPERTIES businesses with a focus on growth, analysis, vision, efficiency, synergy and consistency across the company's vast portfolio of assets.

"Jimmy and the 1/ST EXPERIENCE team will be able to build out our business in new and exciting ways, not only by curating a more compelling entertainment offering with gambling at the core but by leveraging key relationships and brands in the lifestyle, sports, wagering, and entertainment space," said Belinda Stronach, Chairman and President, 1/ST.

Since joining 1/ST in 2018 as Executive Vice President, Entertainment, Vargas spearheaded the company's proprietary entertainment brands and marquee races, focusing on relationships, strategy and revenue while managing partnerships across the entertainment and hospitality space. Vargas reimagined the InfieldFest at Preakness, tapping talent like Post Malone, Odesza, 21 Savage, Kygo, Diplo, the late Juice Wrld, FISHER and Frank Walker, as well as spearheaded the inaugural Clubhouse Festival featuring Steve Aoki and Tyga at Laurel Park Racetrack. He also oversees the annual Pegasus World Cup production at Gulfstream Park that has featured A-list performers, Snoop Dogg, Nelly, T-Pain and Mark Ronson. The Pegasus World Cup has also become a celebrity fan favorite hosting Jennifer Lopez, Alex Rodriguez, Vin Diesel, Lenny Kravitz and Pharrell, to name just a few. 

In the early days of the pandemic, Vargas created the first full-scale safe and socially distant drive-in concert with DJ D-Nice at Gulfstream Park. The Drive-InFieldFest garnered worldwide media attention for recognizing 200 first responders who remained in their cars while they enjoyed the DJ set. Vargas is also responsible for bringing on collaborations and partnerships with Miami hotspots Marcus Samuelsson's Red Rooster, Groot Hospitality's world-famous LIV Nightclub, Komodo and Swan, and brands like Pepsi, Baccarat, Tito's Vodka and many others.

With over 25 years of hands-on experience across hospitality, venue operations and entertainment, Vargas is one of the entertainment industry's top talents with decades of experience in the experiential, communications, broadcast, digital and marketing arenas. Before joining 1/ST, Vargas was Vice President of Sales & Marketing for Miami-based powerhouse Groot Hospitality.

"1/ST EXPERIENCE will provide a national entertainment and content development ecosystem for our company as we continue to redefine sports-anchored entertainment," said Jimmy Vargas, Chief Executive Officer, 1/ST EXPERIENCE. "I look forward to working with the 1/ST EXPERIENCE team to bring to life nimble and evolved venue, hospitality, and entertainment initiatives that will drive future positive growth for our company's 1/ST RACING, 1/ST CONTENT, 1/ST TECHNOLOGY and 1/ST PROPERTIES businesses while elevating the guest experience to engage a younger audience in our sport and at our venues."

For more information on 1/ST, please visit www.1st.com.